For the last two years I was one of the team inside Muncak, one of the startup from Indonesia. Our value was to provide safer hiking experience for everyone who wants to hike, whether you’re a beginner or even people who lives by hiking such as porter, guide, etc.

We wanted to help people who wants to enjoy the beauty of mountains, especially in Indonesia, where after the hype of a film called 5 Centimeters, and our beloved instagram, hiking has now become a Bucket List, especially for first-timer. Muncak has grown from it’s MVP — a feature to provide hiking plan so people could join the existing events registered.

Our user’s persona

In my first article, I was talking about the process of designing Muncak app from the beginning, containing the figure who represents our user. Let’s take a look below.

One of the user’s pain point is that they really want to join hiking experience, so we created it as the first feature together with the profile page for recognition, such as gender, history of hiking experience, and general information.


Along the way, we experienced many feedbacks. For the record, pretty much our Key Activities are marketing, mainly focuses on blog posts and digital marketing, and Product Development. Because we’re in a small team, pretty much each of our KPI is overall KPI, so In order to integrate both and aim growth, we needed to come up with a plan to market the product in lean startup way. We brainstorm a lot, and I especially love mindmapping out a problem, We figured that people need to learn a lot about how this app work and how it would help them.

Our digital marketing, especially blog and instagram has grown so much up to 10k organic followers since the beginning, we hired content writer to create contents that help our users. So we begin to market our product and ask for feedback.

Our approach to product marketing

There are a lot of marketing funnel, or user funnel out there. Let’s say they’re 5A by Hermawan Kartajaya, consisted of Aware-Appeal-Ask-Act-Advocate. I tried modified a framework for our suitable use of a user funnel, we called it FARR- Focus-Acquire-Retain-Revenue. This is important to track to which stage our user are in.

Based on our customer path, We needed to increase the rate of retention, and if possible, acquire new user.

Be community-centered

After we evaluate the data, we found out that social media and content marketing has tremendous growth since we started. We grew more than 10.000 instagram organic followers in less than a year, at least, the growth was more significant than any of our channel.

We knew we did something right, so we saw this as a growth opportunity to connect. We knew that hikers like our contents, they liked our information we provided, and not only based on their likes, they provided supportive two-way interaction via comments. They have high social solidarity with their tribe. So we go further, we define ourself as a hiking community, and to provide that, we added two extra features, new chat feature to provide the hikers group to chat together, and to provide extra blog features.

Know what you’re selling, know who you sell it to, and how to sell it

New Chat and Blog features. New onboarding.

Our MVP was to provide a hiking plan for the user, so they could be saver, but as I mentioned earlier, our perceived us as a community of common interest, not as a product. This can be shown by our social media strategy to promote our product in hard-selling way in ratio of 1:10, means in every 10 contents, one of them is about our product. Pattern could be shown that the likers and comments engagement are lower than our informational contents.

Understand what you’re perceived to be

So the user like to be together with their tribe, but most of them don’t necessarily feel they need an app to do so, especially if the app only gives occasional event organization for them, but we need to bring our user to use the app regularly, so we came up with two new features, to bring chat (and group chat), and to integrate our content marketing posts into the app for information for the user, and the last is to adjust the profile to be more personalized.

I didn’t have the document of the old screens, so I’ll do my best to show you after I redesigned the app.

Muncak’s MVP
New features were added

So we’re going to translate the sitemap above into the new UX and UI of the app. Unfortunately I don’t have the old screens as a documentary but I’ll try my best to explain and show you how the new screens are implemented. The new features and sitemap doesn’t come from me alone, we’ve had a lot of discussion about technical requirements, project timeline, etc. So the sitemap above was the one we’re going for.

Brand Activation to Acquire

Yes, inbound marketing is great, but strategy speaks louder. Content attract user, but you need to engage. We understood that the community of adventurer, as our target market, where do they engage. We wanted to focus on the user’s touchpoints, mainly on two places, first being the hiking basecamp while the hiker rests, and the second is biggest outdoor adventure events in Indonesia, while in there, a lot of stakeholders and customer could engage. I wanted to mainly focus on the latter.

Balance inbound and outbound/event marketing

We registered Muncak in a booth. Long story short, we got our place in a deal in one of the biggest outdoor adventure event. In our preparation for the event, we brainstormed together on how we could grasp as many user as possible. The CEO said that we should provide a gimmick, a lottery where the main reward is user could get a discount for using Muncak, and another gimmicky gifts such as keychain, sticker etc, with one condition. Register yourself in Muncak account and download the app.

The idea feels raw because the probability of the user who planned the hike and the user who’s gonna use the coupon just doesn’t match, so I proposed a new approach, we simply ask the user whether they have the plan to hike in the near future. If they do, use it as a first timer discount. We simply turn their plan and redirects it into our app.

Our competitor is just not another hiking app, but also the backpacker way to hike.

We got few users who has the plan and we plainly give the promo to them, we converted their attention into action.

Go with broader target market

Like the persona above, we were meant to help the hikers, especially the beginner and the advanced hiker to find each other, hence our name Muncak, means hiking in literally. How do we expand our niche audience? We grasped the bigger picture; outdoor adventurers. This market includes divers, cavers, mountaineers, and another.


Before we went vacuum, Muncak has been developed for almost two years to serve not only hikers but also people who loves outdoor adventure, the growth of our social media has reached 10.400 users and since we released the Beta app, the downloader has reached more than 1200 users with approximately 4 stars rating, and has received some positive feedback in terms of features and experience in play store.